Understanding creative campaigns (the bigger picture)

What are the attributes of a successful marketing campaign? A question often posed, but not so easily answered. So, we thought we would shed some light on our own creative processes which have helped transform great ideas into great results for both us and our clients.

By Dan Palmer, Creativeworld.

It’s important to bear in mind that a marketing campaign should be dynamic. Every business has a unique way of communicating to their target audience, whether it be chosen medium, time or place.

A key element in our approach to marketing that remains consistent is ‘quality over quantity’.

What is it you would like to say to your target audience?

To get this message across successfully and to gain noticeable results, is no easy task. The ways and means that we share content in the present day has inflated from the more traditional channels such as direct mail and advertising to a concoction of social media, mobile marketing, tweets and hashtags.

We are tasked with selecting the appropriate means of distributing content that will most effectively reach a chosen audience. This, married with the actual content itself, is part of an overall strategy to help achieve the desired outcome.

After identifying the most conducive platform(s) to connect with a targeted audience, there are a few guiding principles we reflect when devising a systematic, compelling campaign for ourselves or our clients.

It’s fundamental that the content created is engaging, relatable and simple to understand with a clear message. One of the more obvious yet central principles to remember when promoting your brand and products is to understand your audience and know your strengths.

With the growing implementation of analytics, it has become easier to evaluate the success of a campaign, allowing potential for further development and increased effect. Overall, if campaigns are constructed wisely, they can maximise brand interaction and customer loyalty.